Why Handmade Sellers Who Skip Email Marketing Leave Thousands on the Table
Nov 05, 2025๐ง Listen to this blog post as a Podcast instead #87 - Why Handmade Sellers Who Skip Email Marketing Leave Thousands on the Table
Imagine waking up to new orders before you’ve even posted on Instagram or checked your Etsy stats. Sounds dreamy, right? That’s exactly what happens when your emails do the work while you sleep.
In this episode, Steph dives into why skipping email marketing is one of the biggest (and most common) mistakes handmade sellers make and how even a list of 100 subscribers can become a steady income stream.
You’ll learn:
๐ The simple maths behind email ROI (and how it adds up fast)
๐ Why relying only on Etsy or Instagram is risky
๐ The hidden benefits of email marketing no one talks about
๐ฌ Real stories from makers who built small lists and saw huge results
By the end, you’ll see exactly why email isn’t just another task - it’s your secret sales system.
๐ Don’t forget to grab your freebie mentioned in this episode: The Maker's List Kickstart Kit & Course
๐Click here
Picture this: it’s Monday morning, you open your laptop, and three new orders are already waiting.
You haven’t posted on Instagram, you haven’t chased hashtags, and you definitely haven’t checked your Etsy stats yet.
That’s the power of email marketing - your emails quietly working behind the scenes while you sleep.
Most handmade sellers don’t realise how much money they’re leaving on the table by skipping it. They think social media is marketing, but when they stop posting… the sales dry up. Sound familiar?
Let’s break down why that happens, what email can do instead, and how even 100 subscribers can completely change your business.
๐ฐ The Maths Behind Email ROI
Here’s a stat that’ll make your jaw drop:
For every £1 you spend on email marketing (whether that’s time, software, or ads), the average return is £36.
Let’s make it real:
If you have 100 subscribers and 20 of them open your email, 10 click, and just 2 buy a £30 product - that’s £60 per send.
Send one email a week?
That’s £240/month or £2,880/year, from people who already love your brand.
Email marketing isn’t about huge lists - it’s about the right people who have chosen to hear from you.
๐ Why Social Media Alone Isn’t Enough
When you post on Instagram, only around 3–5% of your followers see your content.
It’s not you - it’s the algorithm. One week you might go viral, the next week… crickets.
Social media is like renting your audience. You don’t own it, and you’re constantly trying to please the landlord (aka the algorithm).
Email is different. You own your list.
When someone subscribes, they’re raising their hand and saying, “Yes, I want to hear from you.”
They’ve opted in. They’ve chosen you. And the best bit? You’re not competing with a thousand other makers in their inbox.
๐ The Hidden Benefits of Email
Email gives you something that social media can’t: trust, control, and connection.
1. Trust:
You’re showing up in someone’s inbox - a personal, private space - not shouting into a crowded feed.
2. Control:
You decide what to say, when to say it, and how. No worrying about hashtags or algorithm updates.
3. Testing:
You can see exactly what’s working. Subject lines, links, click rates - all trackable.
And it’s not just about stats. One handmade seller shared a simple story in her email and added:
“P.S. reply if you’d like a custom colour.”
That one line led to six custom orders in a day.
That’s the power of direct, human connection.
๐ง “But I Don’t Know What to Say…”
You’re not alone - almost every maker feels that way at first.
But the truth is, you already know what to say. You just need a plan to make it easier.
Maybe you’ve thought:
-
“I’m not techy.”
-
“I don’t have time.”
-
“I’ll do it later.”
Here’s the good news: most email tools are now drag-and-drop simple.
And once you’ve set it up, sending one email a week can replace hours of daily posting.
If you can chat about your products, share what’s new, or tell a story from your week - you can do email marketing.
๐ฉ๐จ The Tale of Two Makers
Meet Sam and Lydia.
Sam posts daily on Instagram, follows trends, checks her Etsy stats every hour, and feels burnt out.
She has one great week of sales, then three weeks of silence.
Lydia, on the other hand, spent one weekend setting up her first email freebie:
“10 Ways to Style Your Home with Candles.”
She made a simple Canva landing page, added the link to her Instagram bio, and in six weeks had 97 new subscribers.
Those subscribers brought in over £2,800 in extra sales this year - without her posting every day.
Lydia’s proof that slow, simple systems win.
๐งต The Big Picture
Building your email list isn’t “extra work.”
It’s a safety net for your business.
Because when social slows down, algorithms glitch, or Etsy updates again - you’ll still have people ready to buy.
And the best part? You can take that list anywhere — Etsy, Shopify, your own website - it’s yours.
๐ Ready to Start Your List?
If you’ve been nodding along thinking, “I know I need to do this… but I have no idea where to start,”
then The Maker’s List-Building Kickstart Kit + Course is your next step.
It’s a calm, step-by-step mini course designed for handmade sellers who want to:
โจ Grow their email list (even if they’re not techy)
โจ Create their first freebie with ease
โจ Write simple, feel-good emails that sell
โจ Build confidence and consistency - without the pressure
You’ll go from “I don’t know what to say” to “I’ve got my first subscribers and a system that works.”
๐ Start your list today for £54: handmadebosses.com/offers/KM79eUH7/checkout
Because the sooner you start, the sooner your emails can start working while you sleep.
Love Steph & Team HB xox
๐ Welcome everyone! My name is Steph, I've been running my handmade business full time on Etsy since 2016, and I'm here to help you!
๐งก I'll help you to start an Etsy shop, Etsy ads, show you how to sell more on Etsy, get to grips with Etsy SEO, Etsy branding, Etsy product ideas, finding your target market, identifying your niche and many many more.
๐๏ธ If you have an Etsy shop or your own website selling handmade products, or want to start one, this is THE channel you need to be subscribed to!
๐ฐ I help makers start, run and scale their handmade businesses. Turning them from an expensive hobby to profitable businesses making 4 and 5 figure months on Etsy and your own website.
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โจI go live most Mondays on YouTube and in my Facebook group for mini workshops to help you make more money from your handmade business! You can see our upcoming events here
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